Each one of your in-boxes is probably flooded with requests to ‘obtain consent’ from legitimate companies who want to keep you on their mailing list. This is due to the Canadian Anti-Spam Legislation (CASL) which comes into effect on July 1, 2014.
The legislation was put into place to reduce spam. It isn’t intended to prevent legitimate companies from sending you email, for example, your telephone company emailing you an account statement. This is important to realize; the CRTC isn’t going to go after a business for sending an email to their client – you already have a business relationship. It’s the companies that you receive email from that you – and the 100,000 people that they just emailed – have never heard of before; them’s the bad guys!
It’s not as big a deal as it seems, and unfortunately many businesses are going to suffer a huge reduction in their mailing list numbers unnecessarily. The new law requires a business to obtain express consent from you prior to sending you emails. This consent must include details of what the company will send you (i.e. a newsletter), when they will send it (i.e. monthly) and a note that you can unsubscribe.
If a business has taken these steps to add you to their list in the past – then they do not need to obtain consent prior to July 1, because you’ve already given it to them. Also, businesses may be allowed to continue sending you emails (implied consent) during a grace period, in which they can obtain your express consent.
In any case, it’s a good idea for businesses to obtain consent. Many businesses might have consent, but don’t have a record of when or how it was obtained – now a requirement. In the case of Amazing Backcountry, we initially started as a fundraiser years ago. We had a simple ‘put your email in the box‘ mechanism to sign up for our newsletter. That distribution list grew to thousands of people, but unfortunately doesn’t meet the criteria of the new law.
We now have a full fledged email management system, like any legitimate business does. We can see that we have a 30% open rate for our EMagazine. This is, in the marketing world, stupendous! 20% is considered the norm. So we know you’re reading our EMagazine, which is great – we put a lot of effort into it. Here is where the new legislation – in a way – helps us out. It isn’t worth our time to be sending communication to people that don’t want to read it.?? Our time is better spent marketing our business and building our membership – that’s how Amazing Backcountry succeeds. So the new law is forcing many companies to clean up their distribution list; not a bad thing, from a marketing perspective.
We recently sent a ‘we need your consent’ email. Only July 1, we will be removing all address from our list who have not given consent and are not members. Not only because we have to, but because there isn’t any point sending something to someone who clearly doesn’t want it. That said, if you are one of the 30% that reads our EMagazine, we’d love it if you stuck around. To do so, there are 2 options:
Become an Amazing Backcountry member. By far the best option, obviously! It’s 100% free. We DON’T spam you. Instead you’ll find a Trail Guide that you can add to and update, contests, activities, lots of social features for interaction with other members, an Adventures section where you can share stories of your rides along with photo galleries, Equine Geocaching and much more. And you get our EMagazine! If you want to, that is. On your profile page, you can opt in or out of any communication we send. Whenever you want. It’s easy.
If you receive our EMagazine, but don’t want to become a member, just click on the consent link in the email we sent out. If at any time you don’t want to receive it, click on the unsubscribe link. Easy peasy.
And remember, we want to hear from you too! We’re always striving to add value to our site for our members, and to do that your feedback is essential. Send us an message and let us know how we’re doing and what you’d like to see on the site.
Scott and Brenda